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Lancôme multiplies digital initiatives with virtual flagship

Katie Nichol

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Lancôme multiplies digital initiatives with virtual flagship

Proof that beauty brands' digital initiatives are becoming increasingly sophisticated, Lancôme has brought together livestreaming, personality tests, skin diagnosis and product customization at its very first virtual flagship in Singapore.

Dedicated to Lancôme's Advanced Génifique Youth Activating serum, the store’s immersive 3D virtual shopping experience puts the focus on retail-tainment, with five zones designed to enable visitors to discover the skincare product, which was updated in 2019 with a new formula focused on the microbiome.

In one of the five zones, where visitors can shop the range of Advanced Génifique products, a “personalization machine” allows shoppers to customize products. Lancôme explains that clients can make an appointment via the virtual flagship to have their Advanced Génifique bottle engraved in-store.

Also on offer is a virtual skin consultation via the E-Youth Finder, Lancôme’s first AI-powered mobile skin diagnosis tool. While consumers simply snap a selfie to use the tool, the brand also offers face-to-face screen consultations with Lancôme beauty advisors.

Livestreaming sessions will be held throughout the duration of the pop-up, with regional and local celebrities slated to appear, and "personality tests" in line with Lancôme's #FindYourStrength campaign can be done at the digital boutique.

Exclusive to Singapore, the virtual flagship is open from August 28 to September 20.

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